What does being an influencer mean TODAY?

A Female social media user being an influencer by creating and sharing content

 

The confusion today of becoming a ‘somebody’ has left the people facing identity issues.

Ask yourself the habits you’ve picked up, the music you listen to, the type of clothing you wear.

Where did it all begin?

In short, you’ve been Influenced.

Many people desire to stand out from the crowd while having a sense of belonging. 

They feel safe making decisions that they believe are popular among others or help them fit in.

What does being an influencer mean TODAY?

The confusion today of becoming a ‘somebody’ has left the people facing identity issues.

Ask yourself the habits you’ve picked up, the music you listen to, the type of clothing you wear.

Where did it all begin?

A Female social media user being an influencer by creating and sharing content

In short, you’ve been Influenced.

Many people desire to stand out from the crowd while having a sense of belonging.

They feel safe making decisions that they believe are popular among others or help them fit in.

What did influencer used to mean?

For the majority of its history in the English language, influencers are used widely to refer to someone or anything with the ability to change people’s beliefs and, as a result, affect the course of events.

What does influencer mean Today?

Someone who has the power to influence your beliefs, convictions, and to some extent your way of life.

What? Way of life? 

Yes!

An influencer has the power to influence the purchase decisions of others just by expressing an opinion that differs from the ordinary. 

An influencer can pull you into their world of thinking just by having an opinion.

Ideally, we follow the people we wish to become.

And the reality is, we impulsively start acting the way they act and think the way they think. 

Ultimately, we become them.

Inherently, we as human beings have always been vulnerable to the ‘mirroring effect’.

You’re probably asking yourself what in the world is the ‘mirroring effect’?

According to Ben Davis(2021), The mirroring effect(Particularly in psychology) is our way of liking or finding our identity through others. 

The way we laugh, the way we talk, we walk all has to do with someone else reflecting values or behaviours we want to have.

Mirroring body language is a non-verbal way to show empathy. 

It signals us that we are connecting to that person in some way.

Why do you think that when an influencer creates a new hot dance, suddenly, everyone wants to perfect it?

It’s because we see ourselves doing the dance.

But enough of the psychology “mumbo jumbo”.

The bottom line, influencers run the world.

We just blindly follow.

Why has the term “influencer” become so popular?

Why is it that out of all the terms we can use to characterize these social-media superstars, we discover influencers to be of use?

The term influencer has something that other titles do not. 

A purpose.

Being an influencer encourages your interest in a topic to grow beyond just being an occupation, skill, talent or study.

You’re able to serve people with your knowledge, therefore, saving people a decade of experience that you’ve difficulty endured.

There’s a certain heft to an influencer that allows it to move beyond social-media platforms and into offline realities.

What are Social Media Influencers?

Over the last 10 years, we have seen social media rapidly grow in importance. 

Inevitably people look up to influencers on social media to guide them with their decision making.

Social media influencers are individuals who’ve developed a reputation for their knowledge and experience in a specific field. 

Allowing them to dominate in their niche.

They publish about a topic on their favourite social media platforms regularly. 

Resulting in enormous followings of passionate, engaged people who pay careful attention to their opinions.

Brands love social media influencers because they can spark trends and push their fans to purchase the products they promote. 

Ever wondered why designer brands always use your favourite artists to get you to love their products.

Key statistics according to Brian Dean (2021);

  • Globally, 3.96 billion individuals actively use social media.
  • When looking at potential audiences aged 13+ years, 58.11 percent of the world’s population is engaged on social media.
  • 7.82 billion individuals utilize social networks.
  • 83.36 percent of the world’s 4.57 billion are active internet users.
  • 90.71 percent of the 4.17 billion are active mobile internet users.
  • 99 percent of the 3.96 billion social media users visit the web or apps through the use of a mobile device.

The difference between being an influencer and social media influencer.

An influencer leverages ‘social capital’ from individuals. They don’t represent themselves based on social media followers but their impact on you. 

A president can be an influencer because of his/her influence as a public figure.

Your friends and family are influencers as they influence the way you think and act.

And yes, you’re probably thinking, that’s not true, ask yourself where did you learn to brush your teeth properly twice a day.

Not from the president.

Social media influencers are the same, but they influence through a platform, and they don’t filter themselves in fear of your judgement.

In the end, they don’t know you, so why should they fear judgement?

Often, they are known by consumers as a personal extension of their brand’s voice on social channels.

Basically, social media influencers are the ‘monkey see monkey do’ people.

If Cristiano Ronaldo liked Pepsi, then his followers would most likely drink Pepsi.

Types of influencers

The large-scale influencer

Large-scale influencers are similar to mega influencers, with the main difference being that large-scale influencers typically get to popularity through the internet. 

Podcasters, vloggers, social media stars, and influential bloggers are examples of large-scale influencers. Their typical audience size is between 100,000 to a million followers.

When should a macro influencer be used?

When you want to explore a little further into your audience based on a topic, but you are still in the awareness stage of your campaign so you’ll be heavily interested in reach.

The small-scale Influencers

The audience of this sort of influencer ranges from 1,000 to 100,000 followers; nevertheless, while their audience is smaller, they are more involved in the influencer and their niche.

Small-scale influencers are known for their expertise on a single issue – they often adhere to a single topic and utilize their knowledge to establish their brand awareness.

The promoter

Promoters are a special category of influencers.

They are people who talk positively about your brand, either through the use of a product or service, and will engage in conversations about your brand to either promote or protect it.

The referrer

The Referrer is someone that drives people to your website, place of business, or online profiles, with a solid and trusted recommendation for your product or service.

The devoted

These are followers, consumers, admirers, and so on. 

Who has progressed through the influence marketing purchase process, from awareness campaigns to sticking with your brand through thick and thin?

Devoted individuals come from consistent support and involvement with your brand. 

These are people that have grown with you, supported you and bought into your message.

 

Overall, being an influencer is all about committing yourself to a topic, cause, belief or idea. 

The social proof that your brand has developed would be a reflection of your commitment to your work.

Ultimately, leading to a nation of followers believing in your vision.